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What started out as a trade campaign for ESPNEWS, a 24-hour cable sports network, has evolved into a consumer effort, featuring a sports anti-hero called “The Rick.”
Ground Zero, Santa Monica, Calif., built the campaign around a fictional 32-year-old sports fanatic who craves ESPNEWS. In one TV ad (shown here), The Rick tries to reach the late, great Triple Crown winner Secretariat via a Ouija board. Other ads find The Rick showing off such mementos as the University of North Carolina’s practice basketball net.
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